Pattern and Equal Parts visual worlds are impressive, but represent a departure from the sleek identity of many of the direct to consumer brands you’ve worked with, opting for handwritten elements, a kindhearted feel, and an abundance of color. Is design something you approach intuitively, or was this too an extension of the brand values and effort to stand out from the crowd?
I’m really excited for where I hope we can push ourselves, and our category towards, creatively. We’ve always been inspired by world-building, from Marvel’s universe, the Star Wars central narrative, to the details and research that go into constructing worlds for Pixar.
Because we are our own client, we can take some risks that are hard to put on an entrepreneur. For Pattern, and our first brand Equal Parts, we wanted to really lean into a 'touched-by-hand' artistic aesthetic. The logos and iconography are all drawn, and my mom, a lifelong artist, painted all of the watercolor elements for Pattern’s world, and our original tree logo.
Today, when something succeeds, it seems like it’s faster than ever for people to replicate something similar enough. I think in our industry you can see that in the advertisements in the subway or on Instagram.
For us, crafting worlds and visuals by hand was something that we felt would not only be harder to replicate,’ but it felt importantly aligned with the vibe of what Pattern is trying to present—a world where slowing down, putting your phone down, being present, eschewing perfection for enjoyment, and taking a deep breath is more the norm.
From the trees, to the sky, clouds, and interiors, we wanted to create a modern day version of Goodnight Moon and Celestial Seasonings.
You mentioned that you debated whether Pattern should even be on Instagram. Rather than post daily, or in the moment, you've instead opted to keep “office hours” hosting conversations and sharing posts from 3-5PM, three times a week. Why take this approach to the platform?
We went back and forth a lot on this. I think social media is today for our generation what the mall was for people in the 80s, but with the gaming mechanisms of a slot machine casino thrown in. Meaning, it’s a fun place to hang out, see your friends, explore, browse, learn, [and] interact—however, there are inherent design elements that make you lose track of time and stay inside for way longer than you may have planned, or to subconsciously think about what’s going on all the time when you are away.
Keeping the metaphor going, Pattern decided to essentially ‘set up a store’ in the mall, to hand out pamphlets giving guidance and insights to people on how to leave the mall, and enjoy life outside of its walls again.